For insurance agents, there are few things more important than your sales pitch to potential clients. It’s the best way to put yourself on a potential client’s radar and make or break the sale.
That’s why perfecting your pitch is one of the most important things you can do to help drive sales and get your business to thrive. If you think your technique is “good enough,” keep in mind that other agents are out there, refining and perfecting theirs, and you’ll need to compete with them.
Two things make up the heart of your pitch:
- 1. You’re the agent; you know the field and you’re the expert.
- 2. You have a product that’s going to solve someone’s problems. Build the rest of your pitch around those concepts.
Here are a few other things to keep in mind as you prepare your sale:
Take into account all of the information that comes to you on the lead and begin to formulate a pitch. That means recognizing that someone who rents has different needs, concerns, and life circumstances than a homeowner does. If your prospect has kids, it’s helpful to know whether they’re good students. There are all kinds of information that can help you relate better to clients, and you can use those pieces of market intelligence to tailor your pitch. You’re not just offering a prospect one option; make use of the details you know about him or her to create a variety of appealing coverage options.
Additionally, look for lifestyle queues that will help you be more likeable. Simple stories about a time at the family cottage or lake, or some time spent in their neck of the woods helps give insurance clients a sense of hometown friendship.
Give insurance clients a short bio.
There’s a fine line to walk when it comes to giving prospects information about yourself. The goal is to provide an overview that builds confidence without going into information overload. You also want to give them a reason that they should care about what you’re telling them. Make your identity a reflection of how you can serve them so that they’ll want to hear more from you. For example, if you talk to a client who has kids, talk about your own children – you’ll make a connection that shows you understand their concerns and lifestyle.
Note: There is such a thing as too much information when proving who you are. If you think clients will not search you out on social media then you’re doing yourself and your business a disservice by not updating your social profiles. Every so often it’s good practice to search for yourself in a search engine to see what comes up. You might be surprised by what you find and if you can find it easily, so can your potential insurance clients.
Of course, no good agent would ever think of lying to a client, but leaving out information might seem like a good idea to agents with less experience. If you’re new to the business, don’t be ashamed or afraid of telling clients how long you’ve been in the insurance field. Make it a positive. If you’ve been in business for less than a year, let clients know that you’re passionate about how you can help them, and that they will be a priority for you. If you’re a less seasoned insurance agent, you could benefit from explaining that the reason you got into the business was to help people identify needs to protect their assets, ensure security for loved ones, or just plain because you enjoy dealing with people. Let them know that you come armed with all the insurance industry’s most up-to-date knowledge. If you’ve been in business longer, talk up your experience with concrete examples of how you’ve served other clients, highlight your growth over the years, and provide details of your extensive understanding of the industry.
Focus on the prospect.
Giving prospects information about whether you work independently, which companies you represent and whether you sell multiple lines shouldn’t end up sounding like a laundry list. On each of those points, turn your experience and circumstances into ways you can serve prospects. Tell them that you work with a lot of companies and have done a lot of research, so you know how to find the best policy for their situations. Or you might mention that you sell various kinds of insurance, in case they might be interested in a multi-line discount.
Highlight your abilities.
If there’s an area where you or your business really stands apart from the competition, be sure to let your prospects know about it. If you’ve gone out of your way to make your business Internet savvy to cater to clients that rely on the Web a lot, play that up when appropriate. If you have extra experience in a particular kind of insurance, let clients know, particularly if you see an opportunity to cross-sell. However, it’s important to remember to only make claims that are true – and not exaggerated. If you build yourself up too much on a topic where you don’t have a lot of expertise, you could be setting yourself up to disappoint or frustrate a client.
Availability is a major key to getting tire-kickers to call back and or commit to a sale. Ensuring that you leave the conversation with takeaways that the prospect understands will provide them a better foundation of your services. but remember to remind them that if they have any questions regarding their insurance needs to call you…even if it’s a question about another provider. This tactic let’s them look to you first, and starts another conversation and selling opportunity.
Another method to employ is to provide a quick summation (high-evel points only) of what you spoke about.
A pitch is a growing, evolving thing, so update yours as your business expands and develops
Ask yourself these questions when reorganizing your sales pitch approach:
- 1. What do you change in your sales pitch when connecting with life insurance leads as opposed to auto insurance leads?
- 2. What are the buzz words that you use to connect with each of these prospects?
- 3. What works for each and what can you learn from other lines that you can use in cross-selling?